A novel way to gather consumer thoughts & reactions by employing the four core factors that drive digital madnessâinternet, smartphone, global communication platforms and consumers' natural urge to share & communicate with others.
The authors believe that there is considerable potential for residential viewdata, including interactive services, in the UK, and that the leading role of market research function in Club 403 allowed immense progress to be made. Communication of this progress to industry, the television trade, the media and the public must now be the next stage of market development.
In producing this paper the author has tried to show that: 1. A large scale market research survey can be used as a data-bank model of the market of households or customers in which one is interested; 2. Such a model is capable of interrogation in order to answer subsequent questions about one's market; 3. Such further analysis is easily undertaken and does not require computer programming capability by the staff of the organisation requiring such data; 4. Computer access to survey data has been simplified and taken out of the specialised hands of the computer analyst.
The title of this paper is a pun on two aspects of Market Research. The first aim is to examine the way in which research in the Pharmaceutical industry differs from conventional Market/Consumer/Media research. The second aim is to to review in some detail the new opportunities available to the Research Industry through advancing computer technology. It will use a real project as an example of how this technology is helping to provide new solutions and opportunities to technicians anxious to understand more about their market-place. Throughout the paper we link these developments to an interesting and successful application of the data-base concept in agro-chemical industry, namely FARMSTAT. This represents a panel of farmers who report on their crop, crop-treatment and agrochemical use. The data from this survey is then made available through an interactive service.
In 1978 GfK-Nuernberg began to develop a Marketing Information System, in order to be able to analyse market research data from own audits more quickly and more extensively than is possible with conventional evaluation methods. The technical solution was realized by means of a dialogue system which, via terminals, is in direct contact with a data bank and a method bank. We named this information system with its method of interactive utilization of market research data: INMARKT.
In 1978 GfK-Nuernberg began to develop a Marketing Information System, in order to be able to analyse market research data from own audits more quickly and more extensively than is possible with conventional evaluation methods. The technical solution was realized by means of a dialogue system which, via terminals, is in direct contact with a data bank and a method bank. We named this information system with its method of interactive utilization of market research data: INMARKT.
Interactive videotext is a system enabling the user to obtain information by telephone, this being connected to an information-providing service by means of a small terminal with screen and keyboard. The procedure is interactive in that it implies user-participation, in the form of "dialogue with the computerâ. The keyboard contains letters and figures, as well as special keys for the purposes of dialogue. When a connection has been established with a server, the user states his request by means of the keyboard. The information requested then appears on the screen, along with instructions as to how to proceed further with the search. The dialogue keys serve to pursue this search.
Interactive videotext is a system enabling the user to obtain information by telephone, this being connected to an information-providing service by means of a small terminal with screen and keyboard. The procedure is interactive in that it implies user-participation, in the form of "dialogue with the computerâ. The keyboard contains letters and figures, as well as special keys for the purposes of dialogue. When a connection has been established with a server, the user states his request by means of the keyboard. The information requested then appears on the screen, along with instructions as to how to proceed further with the search. The dialogue keys serve to pursue this search.
The availability of advanced techniques provides job satisfaction for analytical staff and the use of such techniques provides the information needed by management to maintain a competitive edge. The use of these techniques is usually by specialist and highly qualified staff although we would stress that this is not necessarily so. These staff need to concentrate their efforts on the analysis and interpretation of results not on programming. We have therefore made our systems as easy to use as possible and TSAM for example can be learned in as little as one day. The interactive nature of our service makes possible the rapid evaluation of alternatives and re-runs with new data. This simplifies tasks and improves the probability of optimum results. Clear presentation of these results is important and we have therefore provided reporting and graphics facilities as built in options.
This paper describes the databases of the Danish Readership Surveys, and compares the ways of access available, former and now. The new interactive system is described in details. The output from each module in the system is shown, the several weighting possibilities are mentioned and the costs and production time are compared with the non-interactive system. Finally, the impact of an interactive system to media and agencies is described.
This paper focuses on the design and implementation of an advertising information system. It is based on experience of IMS since 1969 in creating a multi-data base, multi- user interactive advertising and marketing information service. Topics to be addressed will include: 1. Software as seen by the user; 2. The system as seen by the system designer; 3. Performance characteristics of the system; 4. Data bases availability; 5. Pricing of advertising computer services; 6. Directions for change.